TOLARAM GROUP

Presents

STRATATHON
A Strategy Case Study Competition

Case Option 2

IIM Lucknow Manfest-Varchasva 2019

We are a Singapore based company with major focus on Fast moving consumer products including Noodles, Pasta,
Edible Oil, Snacks, Cereals & Oral Care Products.
Our major joint ventures partners are Kellogg (US), Colgate Palmolive (US), Arla (Denmark) and Indofood
(Indonesia). We have 20 production plants in Africa with a total employee strength of 16000+ employees and
approx. group turnover of USD 1.3 Billion.

Tolaram Group launched Hypo Bleach in 2011. Within 6 years of its launch category penetration grew from 2.7 % to 30 %
with the help of Household sampling & also introduction of sachets into the bleach market making it affordable for the
masses.
Since then, Hypo has remained a brand that offers unmatched quality with affordable price while being the market
leader (92% Share) in the bleach category (20 Million USD Market).

In 2016, The Proposition of Hypo Bleach was repositioned from Whitening to Multi-Purpose.

In 2016 Company started planning to introduce specific purpose products in market in order to provide Nigerian Consumers
with better quality products at par with the Global Economy. In 2018 Hypo Toilet Cleaner (HTC) was launched as a
premium Product with utility of removing stains, whitening & killing germs in the toilet bowl.

Total Market size of Toilet Cleaner is 7 million USD with market leader being Harpic (Reckitt Benckiser)
& category penetration is 12 %.

Since we repositioned Hypo Bleach as a multi-purpose product there was not enough pull from the consumer side for

IIM Lucknow Manfest-Varchasva 2019

HTC given the limited buying capability of the Nigerian Consumers.

Now Hypo Bleach being an established Business, we do not want to compromise on the growth of the product but at the
same time we wish to keep introducing specific purpose products and grow them. This vision has been strengthened
by the formation of Colgate Tolaram Joint Venture where the plethora of Home Care Product Technology owned by
Colgate are now at the JV’s Disposal to enter specific product category.

How do we market the need of such product? Build a complete marketing plan to grow the toilet cleaner category
& specific product market.

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Submission Guidelines
Round 1:
The deadline for submission is 23:59 hrs, Nov 3, 2019
• A 2-slide presentation has to be submitted (in PDF format)
• Additional information from online and offline sources can be used to solve your case. This is encouraged
in order to make your plan more implementable
• Font style - Arial ; Font size - 10
• The submission should be a PDF file at dare2compete.com
• Naming convention to be followed: <Team Name>_<College Name>_Stratathon_Case 2_R1

Round 2 (on campus final round):

• The final presentation will be a Power-point deck (.pdf/.ppt/.pptx)
• The presentation should not be more than 10 slides
• Further details will be informed in due course

Evaluation Criteria
• Exhaustive understanding of the case scenario and context
• Depth of analysis of industry & key challenges - Novelty, feasibility and practicality of ideas proposed
• Structure of presentation & clarity of ideas conveyed

IIM Lucknow Manfest-Varchasva 2019